Brand Advertising How to Create Work that Connects with Customers Every Time

To be effective, marketing communications must do more than simply get attention. It must create a bond between the customer and the product. The goal is to create, as Martin Agency founder David Martin used to say, “An expectation of performance,” a phrase he used often to sum up his definition of a brand. This book condenses what two advertising professionals have learned over the past 30+ years about creating what has been dubbed “Brand Advertising.” The term applies in this book to all forms of marketing communications, from websites and webinars to viral videos. If it helps build a bond with prospective customers, a bond that creates an expectation of performance, it’s Brand Advertising.About the AuthorsStephen Hawley Martin, Senior Partner of Hawley Martin Parters, is a former principal and Senior Vice President of The Martin Agency who has developed Brand Advertising and communications plans for dozens of clients. Among them are BB&T, Virginia Tourism, Colonial Williamsburg, Mobil Oil, Eskimo Pie, Alcoa, two divisions of General Motors, a number of Nestlé Company brands, and Dominion Virginia Power. He is the only three-time winner of the Writer’s Digest Book Award, which he won for the metaphysical thriller, The Mt. Pelée Redemption, the whodunit, Death in Advertising, and a nonfiction book about an ancestor hanged as a witch in 1692 Salem, Massachusetts, A Witch in the Family. The Mt. Pelée Redemption also won Independent Press magazine’s first prize for visionary fiction. Lean Transformation, a business management title he ghostwrote, has been translated into half a dozen languages, and one he edited about the Toyota product development system, Product Development for the Lean Enterprise, has changed the way many major companies develop new products.Bruce Goldman’s advertising career has taken him to some of the world’s best agencies, including Young & Rubicam and DDB in New York; Beber Silverstein & Partners and HDC in Florida; and DDB Needham in Melbourne, Australia. As Hawley Martin LLC’s Strategic Partner for Creative, he has worked with Steve Martin to develop and apply the Lean Agency and Brand Advertising concepts. His work has won more than 400 regional, national and international awards, including Clio statuettes, One Show Gold and Silver Pencils, Silver and Bronze New York Festivals Worldmedals, and Silver and Bronze Effie awards for advertising effectiveness. Bruce has judged international advertising competitions, taught advertising writing at the School of Visual Arts in New York and Virginia Commonwealth University School of Mass Communications. He wrote Your Check Is in the Mail, a national non-fiction best-seller on consumer credit, and almost 500 columns on advertising for Examiner.com. In addition to being a strategic partner of Hawley Martin, Bruce heads his own creative boutique, Bright Orange Advertising.